The Orange County Register

January 30, 1992

Gallery of Diamonds recently opened in Orange County to cater to future brides and bridegrooms. The new store offers fashionable wedding rings, mountings and quality diamonds in a comfortable, living room-type atmosphere.  The slightly smaller than 1,000 square feet showroom is brightly lit and decorated with lively plants and tranquil paintings.

The jewelry store, or “gallery,” as the company calls itself, recently celebrated its grand opening in which many blue half-carat sapphires were given away to those who simply dropped by.

Gallery of Diamonds is the only jewelry company in Orange County that has a written guarantee stating that any diamond item will appraise for 30 percent more than the purchase price, or the customer’s money will be refunded for any reason whatsoever, should the customer return the diamond within 30 days, the representative said. The company calls this its 30/30 guarantee.

Entrepreneur and gemologist Diamond Mike Watson said most jewelry stores to claim that merchandise is a “genuine diamond” or “genuine 14-karat gold.”  “What separates Gallery of Diamonds from competitors”, Watson said, “is the additional step it takes in giving customers 30 percent more diamond for their money.”  The company justifies this promise by maintaining a less-than-average markup and buying directly many gems from the cutter. This adds up to a 30 percent savings, which is passed along to the customer, eliminating the expensive profits of the middle-man, Watson said.

Although Gallery of Diamonds targets the bridal customer, its inventory also consists of diamond bracelets, rubies, sapphires, and emeralds imported from the gem capitals of the world. The 14-karat chain is imported from Italy. 

Upon entering the store, clients will not hear a “How can I help you? or “What can I show you today?” but rather a simple hello. The

philosophy of creating a home atmosphere is carefully written in the company’s handbook. Many young couples who come to the Gallery of Diamonds will be buying their first diamond rings. It is an expensive purchase and many people make expensive decisions in the comfort of their homes.

The store is well-equipped for custom designing. The staff is creative and adept at translating the customer’s ideas into a three-dimensional piece of jewelry art. Jewelry repair is also offered and gemological appraisals are usually done while clients wait.

The company has created a comprehensive training manual that ensures customers always remember them.  It was written by the company’s founder based on his experiences in the diamond business for the past 12 years.